Best Business Makeovers

Check out what owners across the country have done to makeover their businesses for higher profits!

Earth Smart

Salon: Bella Toccare de Spa & Salon

Brecksville, Ohio

Owner: Jeanne McCarthy-Caparso

Makeover: Becoming a friend, not foe to the environment. Our salon recycles nearly 85 percent of our product/supply materials. All the packing boxes, shipping materials, plastic and glassware products are recycled every week. We have regulated our thermostat to save energy by adjusting for business hours and for when we are closed. All paper is reused on both sides, and after it is used, we recycle it. We’ve also tried to eliminate paper usage as much as possible by utilizing electronic files. We replaced all of our light fixtures to be more energy efficient.

Why we did it: We give back to help the Earth move forward.

Impact on the business: We are setting a strong example for environmental leadership and conducting our business in a manner we can all be proud of.

Giving without Going Broke

Salon: Craig Berns Salon Spa

Delafield, Wisconsin

Owners: Craig and Mary Beth Berns

Makeover: Refreshing our charity programs. As salon owners, my wife and I have always had a strong belief in helping others. As a company, our policy is never to say no to a non-profit agency dedicated to helping a group or community. So we have devised gift certificate packets we make available to organizations for silent auction use. Each certificate has a dollar value that’s approximately half the value of the predetermined service.

Why we did it: To implement our beliefs without heavy financial losses in our business.

Impact on the business: By orchestrating our donation gift certificates in this manner, we are still able to take in money for the services performed, and simultaneously allow the guest to enjoy multiple services at a reduced cost.

No-Brainer Booking

Salon: Bob Steele Salon

Marietta, Georgia

Owners: Bob Steele, Amanda Hair, Allan Grogan

Makeover: Building up booking. We use our website to schedule last-minute appointments for the following day. After the call center is closed, we post selected openings that can be booked online for a 25-percent discount. Clients can also fill out surveys online to give us feedback about their appointments.

Why we did it: It helps us cut back on unfilled slots and lost revenues.

Impact on the business: Our clients are booking around 25 appointments per day from our website. It reduces the load on our calling center, is convenient for our current clients, and helps attract new ones.

Special Consideration

Salon: Bella Vita Salon and Day Spa

North Andover, Massachusetts

Owners: John and Cheryl Currao

Makeover: Winning over VIPs. Club Bella Vita is our free VIP club that guests can join online. Upon joining, guests receive monthly wellness tips, promotions, coupons and birthday surprises. After-hours makeup classes, wine tastings and cooking classes are also regularly offered, and they are held in our Tranquility Lounge that overlooks a lake

Why we did it: We wanted clients to sit, relax and explore what Bella Vita is all about!

Impact on the business: It has been wildly successful, and utilized by people all over the United States.

Command Central

Salon: Imagine Salon

Grand Blanc, Michigan

Owners: Shelly and Edmund Kovach, Shannon Thomas, Shannon Kelly

Makeover: Fixing front-desk training. When I recruit a stylist, my manager trains them on the front desk and they work there until we have an opening for an associate stylist. This way they see day-to-day operations and learn to use their voice, body language, upselling services, closing the sale, retailing and top customer service. They learn how to rebook and do confirmation calls as well.

Why we did it: We developed this after reading “The Front Desk Doctor” by Crystal Focus. Trainees listen to one of the program’s CD and write down what they learn.

Impact on the business: It takes extra time to coach and grow your own stylists, but in the end, they are dedicated, loyal, and business-minded, as well as being artists. And we’re never short-staffed at the front desk!

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About the Author:

Laurel Nelson

Laurel Nelson is a freelance writer who worked for Modern Salon Media for 12 years. During her time with the company she served as editor of Salon Today for several years and then editor of Modern Salon for two years. She is currently a stay-at-home mom who continues to enjoy writing and researching for the beauty industry.